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B2B content needs to work harder to cut through the noise | B2B Marketing

In today’s busy world, B2B content needs to work harder than ever before in order to cut through the clutter and be remembered positively. The opportunity for brand loyalty versus brand loathing can be achieved and equally lost in an instant if content fails to make its mark. 

Amidst the glut of sub-par content out there and media channels mushrooming at an alarming rate, the challenge is how to make your content stand out. 

This is where B2B PR can shine, with the right blend of ingredients to deliver great quality, intelligent and creative content that helps clients get their point of view across and work harder across-channels.

The worldwide recession, along with impending Brexit has caused business cutbacks and uncertainty. In times of challenge, B2B PR has a huge opportunity to show its worth. Companies need to work harder than ever to differentiate themselves in an increasingly competitive market place; similarly, in the era of the agile start-up, businesses may not know where the next big disruption will come from. Who could have predicted Uber?

The challenge for any B2B PR team is to first understand the industry their client operates in, and then the key points of difference from the perspective of their customers and suppliers. 

Content needs to find the right balance and be based on business insight, but with an element of creative and innovative thought. This is the premise that all our B2B campaigns are based on – business brains, and creative muscle – to create engaging campaigns and content that cuts through.

B2B customers represent a very refined audience, for which the messages are targeted. The key is to understand exactly where the value lies in each industry sector, and then produce sophisticated, detailed and intelligent content.

In the age of the nimble challenger start-up business, B2B PR content must also focus itself cross-channel. The days of simply placing a press release in a trade magazine are gone. In an inter-connected globalised world, there are multiple ways of reaching out to decision makers and getting clients’ key messages across. 

The bottom line of every business is its return on investment; as well as making new business connections. Companies now answer to a growing number of stakeholders, including shareholders, investors and even the end user, who is increasingly interested in the ethics of the supply chain.

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